区域旅游形象主导因子的提取程序之探讨--以乌鲁木齐市为例

旅游地能否在激烈的竞争脱颖而出与是否拥有一个鲜明的旅游形象休戚相关。目前，我国旅游形象策划工作存在严重的主观性倾向。从旅游形象构成因子、影响因子及旅游动机出发，通过预备阶段获取所有可能的形象因子，通过精化阶段将形象因子赋值，通过提取阶段提取旅游形象主导因子，并以乌鲁木齐市为例加以论证，旨在为更客观的开展旅游形象设计工作提供一个程式化的建议。

Extracting Predominate Factors of Regional Tourism Image:A Case of Urumqi

The importance of the tourism destination image is universally acknowledged, since it affects the individual's subjective perception, consequent behavior and destination choice. This importance has led to a growing bolly of researchs on towrisn destination image. In spite of the importance of this research line, some researchers recognized a lack of conceptual framework around destination image in the designing of tourism destination image. On the analysis of the formation process of destination image and the influence factors, both theoretical and methodological aspects of this concept and measurement are treated. A taxonomy of the methodological and a statistical procedure for extracting the predominant factors of destination image are also proposed in order to help researchers to capture and measure the image construct. During prepared stage, possible image factors are obtained; these image factors are valued during exacting stage and then the predominant image factors are achieved at last. To prove the practicability of the procedure, Urumqi is treated a case. In a word, this article is mainly to provide a framework for tourism image designation.